The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again
Part I Understanding What Drives a Campaign Chapter 1 Advertising and the Campaign Process Chapter 2 Research Helps Define the Target and the Message Chapter 3 The Role of Branding and Positioning in a Campaign Chapter 4 Bringing the Business of Creative to Life Chapter 5 Type Chapter 6 Copywriting and Layout Nuances Part II Campaigns Speak Through Numerous and Diverse Media Chapter 7 Public Relations Chapter 8 Traditional Advertising Chapter 9 Out-of-Home Chapter 10 Direct Marketing Chapter 11 Sales Promotion Chapter 12 Electronic and Mobile Media Chapter 13 Guerrilla and Other Forms of Alternative Media
Part I Understanding What Drives a Campaign Chapter 1 Advertising and the Campaign Process Chapter 2 Research Helps Define the Target and the Message Chapter 3 The Role of Branding and Positioning in a Campaign Chapter 4 Bringing the Business of Creative to Life Chapter 5 Type Chapter 6 Copywriting and Layout Nuances Part II Campaigns Speak Through Numerous and Diverse Media Chapter 7 Public Relations Chapter 8 Traditional Advertising Chapter 9 Out-of-Home Chapter 10 Direct Marketing Chapter 11 Sales Promotion Chapter 12 Electronic and Mobile Media Chapter 13 Guerrilla and Other Forms of Alternative Media
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